UVA partnered with DEG to develop a solution to streamline email communications across the university’s various organizations engaging with students, faculty, and alumni.
Imagine graduating and starting your career only to realize you don’t know many people in your field or company. As you begin to consider attending a networking event, you receive an email from your alma mater inviting you to a local networking event in your city. Soon you’re receiving an abundance of emails about continued learning in fields you didn’t study, events you’re not interested in, and asks for donations before you’ve received your first paycheck. Some are relevant, but most are unnecessary and immediately moved to trash.
Instead of sending irrelevant emails to all alumni, parents, and friends, one university committed to growing, strengthening, and shaping its communications for the future.
The University of Virginia is a public research university in Charlottesville, Virginia, founded in 1819 by U.S. President and Declaration of Independence author Thomas Jefferson. In its third century, UVA offers students opportunities to “challenge convention, break barriers, and pursue the greater good.” To do that more effectively, UVA partnered with DEG to develop a solution to streamline email communications across the university’s various organizations engaging with students, faculty, and alumni.
Every day, billions of emails are sent directly to the trash folder because they don’t meet consumer needs or interests. UVA had many of its schools, departments, sports, and alumni organizations reaching out to its constituents without a clear strategy for tracking what people were interested in or what was working. Together, UVA and DEG collaborated to solve this challenge.
DEG focused first on a plan to best migrate all UVA email communication to Salesforce Marketing Cloud, an enterprise marketing platform that could grow with the university. UVA had a good understanding of its subscriber audience and had crafted several personas to drive personalization in messaging and segmentation. This guided DEG as it built an organizational process for onboarding all UVA organizations to the platform.